You should have an understanding of just how much your PPC campaign is interacting with other marketing channels during the time of a conversion. If you are not looking at all the puzzle pieces, it’s impossible to truly know how the conversion initially occurred and why it was successful. Visit the Overview report in Analytics to see a tool known as the Conversion Visualizer. Here you will be able to examine what marketing channels worked together to make your conversion a reality. There are many factors that affect a conversion, from the type of search that spawned the ad to the final landing pages that customers are redirected to. Here you’ll be able to get an idea of the path that the potential customer took that resulted in a conversion.

 

Are you aware of just how much PPC is directly affecting your conversions? Not long ago, Analytics only credited conversions to PPC if it was the final interaction leading to the actual turnover. This means that if PPC initiated the conversion or was involved somewhere in between, it was in no way attributed to the final product. You should be fully aware of Assisted Conversions. If you have only been analyzing and reporting these last interaction instances in PPC, then more than 50% of the total generated revenue that was at some point involved with PPC has gone unrecognized.

 

Of course, if you were neglecting assisted conversions as mentioned above you may have also been cutting or holding back on campaigns that were actually generating valuable revenue. If you have not been looking at the big picture thus far, it’s very possible that you have revised keywords, ad groups and placements that were in fact successful in assisting conversions, but may not have been that last interaction. Navigate to the Assisted Conversions report and visit the AdWords tab. Here you can filter the report to reveal Assisted/Last Interaction Conversions to see what portions your campaign has been helping more than you previously thought. You’ll want to consider optimizing bids for keywords that are driving assisted conversions and improve your overall return on ad spend (ROAS).

 

Your Assisted/Last Interaction Conversions report may also reveal that you’ve been underestimating your unbranded keywords. Often, the branded key words tend to steal the spotlight, because they lead to final conversions. Initially however, the potential customer was probably led to your site through a more general search on an unbranded term. If you fail to recognize this initial interaction, then you are giving all of the credit to brand names, and you are not crediting the whole path leading to the conversion. You can take a look at these analytics by visiting the Conversions Path report on AdWords. You can create a new segment that only shows the branded keywords as the final interaction, and filter your data from there to see where the spark may have started.

 

A final important step is knowing your PPC sales cycle and the average length of time it takes from the initial visit to the actual conversion. When you run your reports, consider  that a month-to-month comparison may not be the most accurate approach to analyzing your performance. Analyze larger chunks of time to form a better understanding of how your PPC campaigns are interacting with other marketing channels.

 

Some advertisers have complained that it is difficult to run appropriate campaigns when Google’s trademark terms change from time to time. Google’s terms state that using trademarked company names within an ad can be considered a violation depending on how they are used. There are also rules about bidding on words that are common to certain brands.

 

Unfortunately these rules are not always crystal clear, which can make it difficult for advertisers to feel safe when developing their campaign tactics and advertising messages. Trademark laws vary among different global regions, and there are legal forms that all advertisers should be made aware of before launching a campaign.

 

You have the right, and it is often suggested, to use your own brand or company’s name in your ads. This can be especially helpful if your brand or product is familiar to consumers. Make sure to fill out and submit an authorization form stating that you own your brand’s name and trademark. This authorization protects you when using your name within your AdWords campaigns.

 

The rules are not so cut and dry once you get into the matter of competitors using your trademarked name within their messaging. Factors such as geographical region and how the text is used can determine whether a competitor is in violation. In 2009, Google opened Trademarked Keyword Bidding, giving competitors the opportunity to bid on competitors’ brand names for use as keywords within campaigns. This definitely caused a lot of buzz among AdWords users, and now in certain regions words have to show up with a trademark symbol within those ads for legal reasons. Some ads may be subject to removal if they are deemed “confusing” by leading consumers to believe that the ad is for a service or product that is indicative of a trademarked competitor.

 

If you use a competitor’s trademark within a region not covered by Google’s trademark policy, Google has the right to ask you to remove that portion of the text from the ad and agree not to use it again in the future. If you use a trademark and you are within a region covered by the policy (this list includes the United States, Canada and more than 250 other countries) then they cannot technically disable your keyword use. They can only look into the way that the text is used, and they only have jurisdiction on Google not search partner websites.

 

In European Union (EU) and European Free Trade Association (EFTA) countries, Google allows the use of trademarked keywords and only recently has begun completing investigations for improper use due to a series of complaints from advertisers who believe that they were infringed upon. There is another narrow list of countries (including New Zealand, China, and others) that are open to these infringement investigations as well and have resulted in related court cases that have caused violators significant fees and fines.

 

With this in mind, be sure to fill out appropriate forms and do your research when choosing your text in AdWords ads. You would have to formally permit your direct competitor to be able to use your trademark terms in their ads. You are likely not going to do that, so consider yourself safe in this regard. However, if your country of billing and residence falls under Google’s Trademark Policy they can still bid on your company’s brand/name as a keyword. Know the rules to prevent violations that could potentially results in the loss of your AdWords account, or legal problems. You should visit Google’s Advertising Policies for more information about using the brand names of trademarked competitors.

 

Studies show that search queries coming from mobile devices have increased 500% over the past two years. These numbers show a huge opportunity for acquiring new business and expanding your presence across a new channel. This number is growing, and industries across the board are seeing an increase in activity. Make the most of your mobile advertising by targeting your AdWords accounts with specific campaigns for different mobile devices. Accessibility will give you a huge advantage, and optimization is key when reaching people on their mobile devices. Make sure that your ads are leading people to sites that are formatted for devices like the Apple Iphone or the Microsoft TouchPad. Advertisers who have taken time to create these mobile-targeted campaigns have seen an average 11.5% increase in click-through-rates.

 

Research has also shown that users with smartphones are much more likely to make a purchase if they are able to read reviews on their phone while shopping. That instant access to consumer feedback can really help sell your product, so make sure to reserve a space for that on your site. You can use AdWords local extensions to provide local information for shoppers who are out and about. This can lead people to your storefront when you include pertinent information like your address, telephone number and directions, thus improving sales.

 

Another important thing to remember about mobile users is that they are very devoted to those devices. In fact, 65% of tablet users say that they use them for an hour or more everyday. I have personally seen multiple advertisers take advantage of this in 2011 by offering mobile-specific discounts and offers. Let them know that you appreciate them by providing unique sales opportunities. Review your AdWords analytics for mobile traffic information, and create tablet specific campaigns to reach this high volume of mobile users.

 

You might be surprised just how important a mobile site experience can be to some people. A 2010 study from Luth Research says that more than 50% of people are more likely to make a purchase on a mobile-friendly site. This makes sense because the easier to use the site, the easier to foster a transaction. However, did you realize that if a consumer has a bad experience on your site, they are much more likely to visit a competitors’ mobile site? It’s true; according to Gomez research about 40% of people said they would flee to a direct competitor’s site if they had a lousy experience on yours. It pays to optimize, and you can get some great tips for prepping your mobile site by visiting howtogomo.com.

 

One last thing to remember is that it’s an advertiser’s world out there. You may find this surprising, but some recent articles suggest that in the next couple of years more kids will be able to use a smart phone than tie their own shoes! Now they aren’t saying that kids are developing at a slower rate; what they are saying is there are a number of mobile sites and games out there that are easy enough for a toddler to use. Advertisers can take advantage of this now by creating user-friendly sites for people of all ages. There is no denying that tablets and smart phones are the future so start investing in the little ones now for maximum payout later on.

 

2012 is just around the corner, and technology is always on the rise. Stay on top of the game by reaching people on their mobile devices. Be willing to adapt to the times and you will succeed, with the help of tips like these. May you have a very happy, prosperous New Year.

 

 

Those numbers should be an inspiration for you to try to generate new business. In addition to reaching new customers, combining your current advertising strategy with mobile video can help keep your current customers interested. Launching your campaign across a series of platforms, especially mobile ones like smartphones and tablets, has been proven to improve brand recall amongst consumers. Reaching your entire audience with a TV spot is a thing of the past, so it is time to get hip and create some synergy with the help of some other popular mobile sites.

 

YouTube mobile is user-friendly, and gives you a great opportunity to reach a vast audience. One approach to take is to make your ad a promoted video on the mobile homepage. These “promoted videos” can be seen near the top of the video search results on their mobile page.
 

One great thing about promoted ads is that they work on a pay-per-view basis. You will only be charged when a user watches your video. These promoted videos work through an auction-based campaign and you can manage them directly through your Google AdWords account, creating a more seamless process for the advertiser. We encourage you to create separate mobile campaigns in AdWords in order to track and target your video ads more efficiently.
 

Promoted videos are considered to be part of a “TrueView” ad format, meaning you only pay when a potential customer watches at least 30 seconds of your video. In a short while, this format is going to be split into two versions – “TrueView in-search” ads, which are ads that compete in auctions exclusively on the YouTube site and “TrueView in-display” ads, meaning that universe is extended across YouTube as well as the entire Google Display Network.
 

YouTube automatically compiles your views from both desktop and mobile devices, so you will be able to have a running count of how often your ad is being clicked. High click counts will ultimately benefit the “brand channel” that you create on the site. Brand channels boost your online presence, plus you have the ability to outfit your channel with your brand specific messaging and imagery.
 

Another way to spread your message using YouTube Mobile is by investing in YouTube “in-stream” ads or, the 15-second pre-roll ads that run before searchable content on the site. Basically, the audience has to watch your ad in order to get to the content that they are seeking. You can optimize your ads to reach your designated audience based on factors like location and the type of content for which they are looking. The “in-stream” ads are priced on a CPM basis, and you will need to speak with a Google Sales Representative in order to arrange an account.
 

Finally, if you’re looking for a big boost in impressions, you can purchase a YouTube mobile roadblock. These roadblocks give your brand 100% share of voice on YouTube Mobile for an entire day. The format is a mobile banner ad on the home, browse, and search pages of m.youtube.com, and it is available across all mobile devices. Multiple users have tried this approach, and Nielson Mobile data has shown this strategy to increase incremental impressions by 17% for advertisers who opt-in. Additional documentation provided by YouTube can be found here.
 

Now is a great time to take advantage of mobile opportunities that other popular sites are offering. YouTube and Google AdWords have created a great environment to advertise using online video. The addition of mobile makes this even more powerful. Try incorporating mobile video into your campaign to boost brand recognition and recall, and watch your conversions skyrocket as you continue to engage the audience on the go.

Obviously, this method has a better chance of leading to conversions because consumers have a better understanding of your products, even before they visit your site. These Product Listing Ads have been proved to lead to higher clickthrough rates, more accurate leads, and increased sales overall. Google states that potential customers are 50% more likely to click on a Product Listing Ad versus a regular text ad for retail centers returning in the same search query.
 

Google is well aware of the advantages of these ads. In an effort to spark holiday purchases, they have unleashed some updates to these features over the last few weeks. For one, there is now more space for featured products on the search results homepage. This increase of space now gives five advertisers the chance to show off their wares. As a result, more shoppers will be exposed to those ads at the top of the page leading to high click-rates and page views.
 

 

Google has seen a tremendous 600% jump in traffic this year for sites that advertise using Product Listing Ads. With the holidays fast approaching, they anticipate traffic to skyrocket higher than it ever has before. In other words, you’re not going to want to miss out on this opportunity to reach eager gift shoppers. These ads operate the same as any other, and you only pay for the click to your website.
 

There are several steps you can take to make the most out of your AdWords account this holiday season. If you haven’t already created a holiday specific campaign, it’s not too late. You still have time to pull in those last-minute sales. Set aside a generous budget specifically for this time of year to maximize incoming profits, and don’t hesitate to feature ALL of your products. You want to make sure that you are showing enough products to have a significant presence, and measure up against your competitors. You can also use the Product Listing Ads to promote special offers or promo codes that will entice more consumers to visit your site and click that “Buy Now” button.
 

Make sure to visit your account on AdWords regularly to confirm that your product ads are being matched with the most relevant search queries. You can manage this in your Data Quality tab in the Merchant Center.
 

Don’t let your business get lost in the clutter this season. Make your presence known with Product Listing Ads available through AdWords. You should see higher click-through rates, more conversions and a higher return on investment. All of those things will lead to a happier holiday for you!